2011 Acura Tl 3.5 (a5) Sedan 5-speed Automatic on 2040-cars

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This is why Acura hasn't yet announced its EV strategy

Despite parent company Honda's green and friendly brand image, luxury marque Acura hasn't made a grand statement about electrifying their lineup. Even as brands like Jaguar, Land Rover, Bentley, and Infiniti pledge to entirely electrify their lineups in the coming decade, Acura has held back. The reason, according to Acura head honcho Jon Ikeda, is that it's focusing on reestablishing itself as a performance brand. In a wide-ranging interview with Automotive News, Ikeda says Acura came out of the gate strong in 1986 and did well for the first 20 years, but when the bottom fell out of the market in 2008 the brand experienced "growing pains." That spawned a period of self-reflection and, as Ikeda puts it, "What are we about?" The decision was made to go back to Acura's roots as the performance division of Honda. "That's what Acura is. That's what I fell in love with," Ikeda says. Ikeda joined Honda in 1989, but his promotion to Acura boss in 2015 was a surprise to many, including himself. That's because Honda had a tradition of putting engineers at the helm, and Ikeda was a designer, responsible for the looks of such cars as the FSX concept, 2001 Civic Coupe, and beloved 2004 Acura TL. 2021 Acura TLX Advance View 38 Photos When asked by AN whether Acura is worried that luxury competitors are putting stakes in the ground to claim EV brand identities, Ikeda says no. "For us as a brand, we needed to kind of refocus and reestablish ourselves as a performance brand... We want everybody to understand where we are, what we're about first. Even if we go electric we will continue to be a performance division of Honda and performance will be our focus." To earn its performance street cred, Acura poured resources into the second-gen NSX hybrid supercar, which served as testbed for how electricity can work harmoniously with performance. They will continue to campaign IMSA race cars to earn trophies as proof, and Ikeda also wants to bring more Type S models to the lineup. Ikeda says Acura is still in the process of rebuilding its foundation, but when he's done he expects people to associate Acura with performance. That sure seems ambitious to us, but products like the new TLX are a helpful stepping stone. It also explains why Acura is investing in different platforms to differentiate itself from Honda. To be clear, Ikeda isn't ruling out electrification.

Honda spinning off Acura as stand-alone division in bid to wake up brand

Every major automaker has a different way of relating between its various divisions and brands. At Volkswagen, for example, the individual brands seem to operate with a large degree of autonomy. Under the Renault-Nissan Alliance, the two units share a common chief executive, but little else. The relationship between Honda and its luxury division Acura has always been rather close, but that's all about to change.
American Honda Motor Company has always handled sales and marketing in the North American market for both the Honda and Acura divisions, but new reorganization plans call for the two units to be separated under their own direction. Leading the Acura division will be Michael Accavitti, who moves into the position from his role as Senior Vice President for Auto Operations at American Honda. The Honda division will meanwhile be taken over by the current head of Acura sales, Jeff Conrad.
Both will report to John Mendel, the current executive vice president of the Automobile Sales Division that is being rebranded as the American Honda Auto Division. Unlike rivals Lexus and Infiniti - two brands that Acura beat to the market - Honda barely markets its luxury brand outside of North America. Its overseas presence is felt only in China, though we've yet to receive word on how the reorganization might effect that market - or for that matter, any potential of expanding into others.

2024 Acura ZDX getting Google in its infotainment

Acura is joining a number of automakers (such as Polestar, Chevrolet and others) in integrating Google apps directly in its infotainment system, first on the 2024 ZDX electric SUV. The integration includes Google Maps, Google Assistant and other Google apps. Additionally, the infotainment will continue to support phone mirroring apps such as Apple CarPlay and Google's own Android Auto. Among those apps, perhaps the most useful will be Google Maps. The reason being that it will be able to plan routes that include charging stops and charging time estimates. In addition to the routing, Google Maps will be able to tell the car to start preconditioning the battery for the fastest possible charge times when going to a DC fast charger. Of course, other Google apps will let you sign in with your account so that you have access to them without connecting your phone. But fortunately, you can connect and mirror your phone. This is notable as the ZDX will be on the GM Ultium platform, like the Honda Prologue. And GM is removing Apple CarPlay and Android Auto support from its upcoming Ultium models. So if you do like those features and are interested in the Ultium electrics, you may want to consider the Acura and Honda models. Another interesting tidbit from the Acura infotainment announcement is the fact that the ZDX will feature a touchscreen for the infotainment system. Almost all of Acura's current gas-powered vehicles use an infotainment system built around a touchpad, which is the only way to interact with the system. The one exception so far has been the Integra, which simply lifted the Civic system wholesale. Acura didn't say if the touchpad would also be included in the ZDX, though the screenshot of the system seems touchscreen-focused. The ZDX is going on sale early next year, with a reveal presumably happening between now and then. As previously mentioned, it will be Ultium-based, and we're expecting it to be similar in size and performance to the Chevy Blazer EV. A high-performance Type S version will be offered, and we wouldn't be surprised if it gets something similar to the 557 horsepower of the Blazer EV SS. Related Video: Chevy Blazer EV SS makes 557 horsepower